Owning and running a Christmas product website pretty much means that it is Christmas all year. What with, planning, buying, receiving, updating, photographing, contacting customers, selling and shipping we are busy with Christmas ten and a half to eleven months a year. The main problem with this, as my banker reminds me, is that we make about 70% of our sales in the months of October, November and December.
The obvious solution is to create a counter-seasonal business with sales concentrated in the spring and summer. The easy answer would be a garden product website. Unfortunately, a lot of other smart people had the same idea, so there are many good websites selling planters, birdbaths, fountains and garden statues and ornaments. Rather than find ourselves offering a “me too” website competing mainly on price, we decided to continue our emphasis on the religious aspects of Christmas by offering religious garden statues.
The natural focus was easy to find. Among Christian saints, Saint Francis of Assisi, often referred to as the “patron saint of the birds and the bees” has a compelling story which appeals to modern sensibilities. He was the first environmentalist and he celebrated Christmas with “live” Nativity scenes using local village people and farm animals. Our vision for the website and product mix was formed during visits to beautiful and peaceful monastery gardens and churchyards in the US, Mexico and Europe. In addition to Saint Francis, we now emphasize, Jesus, Mother Mary and several other Catholic saints.
We now have nice counterbalance to our Christmas business and we continue to study the saints.